International Operational Standards – Guaranteeing the Value of Iconic Real Estate

The Core Value of Iconic Real Estate

As the supply of luxury real estate continues to grow, the market is becoming increasingly polarized. Modern investors are no longer solely focused on design or scenery; they prioritize projects that implement international operational standards from the development phase. This is the key to long-term quality, price stability, and efficient utilization.

International experience highlights the importance of professional management. Marina Bay Sands’ serviced apartments have maintained a 97-98% occupancy rate for over a decade, despite tourism fluctuations, thanks to Las Vegas Sands’ standardized operating procedures. According to CBRE Thailand, iconic residences associated with international brands in the same location can generate 50-80% higher gross rental profits compared to equivalent non-branded projects.

This research underscores that value is not derived from post-construction amenities but from international brands standardizing every element from the outset: apartment layouts, materials, technical systems, common spaces, safety, hygiene, and sustainability criteria. This approach creates long-term competitive advantages, making branded projects more appealing for both living and investment.

In mixed-use projects featuring hotels and serviced apartments managed by international brands, commercial residential units often benefit from the “spillover effect” of the hotel’s reputation. The presence of a renowned operator enhances confidence in construction quality, design philosophy, and service discipline, creating a consistent experience across the entire project.

Additionally, international hotel brands act as a “natural filter,” attracting clientele with similar lifestyles, income levels, and aesthetic preferences. This high-quality resident community strengthens social value and enhances the long-term appeal of commercial residential units.

International Operational Standards Elevate Investment Advantages

In Vietnam, particularly in Da Nang, the high-end riverside and seaside segments are increasingly competitive. Renowned international operators such as Marriott, Hyatt, Hilton, and especially Accor—with its extensive presence and robust operational system in Da Nang—have already established themselves. However, the supply of residences meeting international operational standards and 5-star criteria remains limited. Consequently, projects combining iconic locations, quality architecture, and international management always take center stage.

The Legend Danang, located at the foot of Dragon Bridge, boasts numerous advantages that set it apart in Da Nang’s luxury real estate segment.

The Legend Danang is one of the few projects meeting these criteria. Situated next to Dragon Bridge, it was designed by HBA Singapore to international standards, optimizing space, separating traffic flows, and ensuring absolute privacy for both residential and commercial areas.

The hotel tower will be operated under the Hyde lifestyle brand by Accor – Ennismore, a global leader in lifestyle hospitality. Lifestyle hotels demand high standards in interior design, landscaping, and connectivity, ensuring the entire project achieves a uniform aesthetic and experience. As a result, the residential units enjoy a refined, internationally standard living environment, from shared spaces to design details.

Furthermore, the artistic, entertainment, and lifestyle events characteristic of this model create a vibrant energy, transforming the complex into an inspiring, iconic destination. Residents can immerse themselves in a creative and uniquely branded lifestyle.

At The Legend Danang, international operational standards are integrated from the development phase through partnerships with renowned entities.

During construction, CBRE—a manager of numerous iconic buildings in Asia—is consulting on the operation of the long-term ownership residential tower at The Legend Danang. The goal is to ensure all technical and service standards are optimized for long-term utilization.

A CBRE representative emphasized, “A building may look impressive in its first 2-3 years, but without integrated operational design, its value will decline rapidly. We collaborate with developers and designers to ensure a consistent 5-star experience once the project is operational.”

International operational standards offer multiple advantages: attracting high-end residents, appealing to savvy investors, maintaining high occupancy rates, and enhancing brand reputation in the secondary market.

The high-end segment increasingly demands sustainability and professionalism. Therefore, the value of iconic real estate is measured not only by location or design but also by its ability to operate excellently for decades. A well-managed project guarantees profitability, stability, and enduring appeal.